While many small businesses and nonprofit organizations have jumped on the social media bandwagon, accountants and accounting firms seem to be reluctant to embrace the new trend of communicating with their clients and prospects through social media avenues. According to a recent Resources Global Professionals survey of 261 accountants in and around the Toronto area, today’s accountants are hesitant to adopt social media strategies. The survey revealed the following:
- 62% do not trust the information posted on social networking sites
- 58% consider face-to-face to be the best use of time
- 39% currently have a social media strategy
- 66% are concerned about the security of their personal information on social networking sites
- 22% followed key industry leaders on social media sites
- LinkedIn, out of every other social media site, is the most popular tool for professional accountants
The survey indicates that there is huge potential where accounting firms and social media are concerned. Social media can be extremely beneficial to accounting firms, if used correctly. As we discussed in a previous post, social media can establish trust with your clients, give you better control over your “brand” perception, lower your marketing costs, drive traffic to your website and improve your website’s search engine rankings. So, with all of those benefits, why are accountants still hesitant to embrace social media?
To be clear, there are many accountants and accounting firms on social media sites; however, a good majority of those accountants only use social media for professional networking rather than for business communications. Because they deal with sensitive information on a consistent basis, accountants want to maintain a trustworthy image with their clients at all times. Although they acknowledge that social media can bridge communications between clients and boost marketing strategies, accountants still have some concerns about the privacy and professionalism of using these sites.
Consider the following uses for social media and discover how to incorporate social media safely into your marketing strategy using the tips below:
What Social Media Sites Should I Use?
The social media discussions should begin with the types of social media networks you or your accounting firm plan on using. Many accounting firms ease their way into social media with LinkedIn, because the site helps accountants develop professional relationships that often result in more business and referrals. Facebook and Twitter are usually used to engage with current clients and prospects. Accounting firms can use each site (particularly Facebook and Twitter) to market to their followers. Many companies offer tax tips, answer questions, address concerns, and promote their specialty services on these sites. Many accounting firms find Twitter especially useful, enabling them to connect directly with industry thought leaders and obtain industry-specific education and information.
Prior to making your decision, give each social media site a try. Observe how other companies or accounting firms are using these sites and evaluate their results. Do you think their social media efforts are paying off? Once you gain a better understanding for how social media is used (or can be used), you can make the best-informed decision for your accounting firm.
Create Measurable Social Media Goals
As an accountant, it is your job to enter every engagement with a defined set of measurable objectives and goals, and social media should be no exception. Accountants who use social media wisely define measurable goals regarding their social media strategies. Sit down and figure out a strategy to effectively incorporate social media into your marketing program. Once your social media strategy has been created, establish measurable goals. For best results, accountants should establish and measure goals quarterly to gain a better idea of their social media impact.
Develop a Social Media Policy
After you have set and defined your measurable social media goals, your accounting firm needs to write a policy to govern social media efforts. These policies help employees understand how to use social media, how long to spend on social media sites during the workday, and the sensitivity associated with posting personal information. This policy is usually included in the employee manual so employees know the rules and regulations regarding social media on the job.